The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia

Abstract

Purpose

This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia.

Design/methodology/approach

A survey of the fast food industry in Malaysia was conducted as the primary source of information.

Findings

It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia.

Research limitations/implications

The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values.

Practical implications

The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance.

Originality/value

This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry.

Citation

Naina Mohamed, R. and Mohd Daud, N. (2012), "The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia", Business Strategy Series, Vol. 13 No. 1, pp. 21-30. https://doi.org/10.1108/17515631211194599